The Research On Experience Innovation Of Fast Moving Consumer Goods From The Perspective Of Value Co-creation

The core idea of value co-creation is consumers co-create value with enterprises, whichis a strategy characterized by “Consumer-Oriented” and new managing philosophy devotedto improve traditional relationship between enterprises and consumers. Consumers areplaying an increasingly active role in the process of value creation, which define “guidingand managing consumers into value co-creation” as the new task for enterprises to prosper inthe future. Under such new circumstance, it is necessary to adjust and transform traditionalbusiness mode and philosophy, which requires theoretical support to realize such businesstransformation and innovation. Therefore, research related with value co-creation is quiterealistically meaningful and could be used to direct practical fields for enterprises.From the perspective of theoretical analysis, we establish close connection betweenValue Co-creation and user experience: value co-creation is the ultimate goal of userexperience, and user experience is the basic foundation of value co-creation. Moreover, weproposed two types of value co-creation system, demonstrating that consumers andenterprises both getting involved into value co-creation as owners of resources, and constantlymaking contributions to value creation of each other.Subsequently, the article focus on analysis of existing problems and contributing factorsof FMCG from the perspective of value co-creation, which include but are not limited to:focus on short-term sales performance instead of long-term value creation, failure ofmastering changing demand of consumers under circumstances of value co-creation, greatdeviation between perception of enterprises and experience value of consumers, intenserelationship between supply and distribution, and failure of establishing synergic relationshippromoting value co-creation.Based on aforementioned theoretical review and industrial analysis, we use the case of“User Experience Design of Philips” as material for case study. This case mainlyemphasize the design of4different modules in user experience, which include problemdiagnose, experience design, action taking and evaluation. The ultimate goal of this case is towithdraw constructive ideas and creativities from users for enterprises to refer in the futurebusiness transformation. Therefore, this case connect user experience with value co-creation,possessing typicalness as well as representativeness. Based on case study, we summarize andpropose the model of “Co-Experience”, in which all the members are mutually connectiveand interactive, and experience value is founded in the premise of interaction. There would be no value co-creation without communication and interaction among all the members.Last but not the least, based on all aforementioned content, we propose specificstrategies aiming at improving condition of value co-creation for enterprises in industry ofFMCG, which is quite realistically meaningful for future business transformation andinnovation.